Endorsers such as social media influencers who aim to match consumers’ personality to strengthen their credibility must consider that actual self‐congruence and ideal self‐congruence have different effects on the main dimensions of credibility: perceived trustworthiness and perceived competence. In our study, we conceptually argue that actual self‐congruence is associated more strongly with a closer psychological distance and, in turn, with trustworthy information, and we empirically show that perceived trustworthiness solely mediates the effect of actual self‐congruence on consumer behavior. Subsequently, we conceptually argue that ideal self‐congruence is more strongly related to ideal skills and therefore should be more strongly related to perceived competence, and we empirically demonstrate that perceived competence solely mediates the effect of ideal self‐congruence on consumer behavior. Our findings explain the mechanism behind the effects of actual and ideal self‐congruence and demonstrate important differences in authentic and aspirational marketing strategies with regard to creating the perception of trustworthiness and competence via social media influencers.

中文翻译：

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匹配消费者个性的好处：通过实际的自我一致性建立感知的信任度，通过理想的自我一致性建立感知的能力

旨在匹配消费者个性以增强其信誉的社交媒体网红等代言人必须考虑，实际的自我一致性和理想的自我一致性对可信度的主要方面具有不同的影响：感知的可信度和感知的能力。在我们的研究中，我们从概念上说，实际的自我一致性与更近的心理距离有更强的联系，反过来又与可信赖的信息相关联，并且我们从经验上表明，感知的可信度仅中介了实际的自我一致性对消费者行为的影响。随后，我们从概念上论证了理想的自我一致性与理想技能之间的联系更为紧密，因此应与感知能力之间的联系更为紧密，并且我们从经验上证明，感知能力完全介导了理想的自我一致性对消费者行为的影响。我们的发现解释了实际和理想自我一致性影响的机制，并展示了在真实和理想的营销策略方面的重要差异，这些差异在通过社交媒体影响者建立可信赖性和能力感知方面。